As a designer, you should enjoy diving into research and just getting lost in your explorations. Its time away from the pressure of always creating and designing something, and just letting lose on the interview (or in the physical world, I guess). But it is good to have some initial goals to help get you started or else you’ll spin worse than a … oh you get it.
My goals for branding research usually starts with competition, then industry, then related media. And I set my goals on finding examples for Logotypes, Symbols, and Color. That gives you at least some high level ideas on where to start and my goal is to always fill up a tabloid size InDesign page with little screenshots.
At first, I just go on a web rampage and just splatter little screenshots all over my InDesign canvas, but at least on the appropriate page for logotypes, symbols, or color. Then you’ll start to discover some trends or relationships where you can start grouping your research or hone in on your searching.
For this research, I was looking specifically for Product Suite Families and any relationship from the Parent Product down across the Individual Products. This was fun as its something I don’t think I’ve ever really looked into. I was amazed how some product suites leveraged typefaces consistently across the entire suite, while some completely disregarded that. Some used colors in some relational manner like taking them from the parent symbol, while some just used the one main brand color and used it to make each product icon or symbol look like its within the product suite.
After about a 4 hour research session, at least I have a good 6 pages of cleaned up examples. Another tip is to not get too hung up on thinking of how each element can apply to your specific needs. That will drive you nuts. Just go with the flow, faster the better probably so you don’t overthink something and leave it out. Get it all in your InDesign file, clean it up (leaving some on the canvas and not on the actual page), and then sleep on it before really going through and thinking about which is best for you to apply to your project.